桥梁建设与社会媒体Building Bridges with Social Media.pptx

Building Bridges with Social Media Helsingborg, April 2010mailto:philip.young@sunderland.ac.ukphilip.young@sunderland.ac.uk@mediationsGetting from A to BTravelling from Sweden to DenmarkWanting an iPad to owning an iPadMeeting someone to marrying someonePlus ca change…..Everything ChangesNothing ChangesThree QuestionsWhere does social media fit into our business world?Who is using social media – and how does it affect you?How do we identify key influencers and how do we engage with them?What is PR?What is PR?Information + Publicity + PromotionReputation managementRelationship managementHow does Social Media change this?Do you come here often?Information + Publicity + PromotionWhat’s your name?What do you do?Are you married?Here’s what they say...But here’s another view...1 million subscribers can’t be wrong Can they?What is social software?Social networksFacebook, My Space, BeboPicture sharing + Video sharingYouTube, Flickr Weblogs (blogs)TwitterPodcastingDownload Mp3s/ soundfilesWikisCollaborative workingThe new (PR) realityMarkets are conversationsCommand control comms is deadCustomers are shaping your (online) reputation right nowThey are using social media – but how?We are all connected, whenever we want and wherever we areEveryone of us has an online reputationTwo types of conversationThe messages that you want to put out …The conversation around your organisation whether you like it or not!The Old PRThe Old PRThe New PRThe new content is….LinkedAggregatedConsumer-generatedInfluenced by experience and peer valuesAverse to corporate messagesKey conceptsSocial media makes PR think about...ReachTransparencyPorosityThe new (PR) realityThe media has changedWe are all content creatorsOnline thought leaders will spot your problem before you doPeople demand content and engagement (pull)Even your most loyal users/supporters scarcely think about youHow does Twitter workUser posts 142 character updates that can contain pictures and weblinksFollow other users (read their T